The San Francisco 49ers have concluded planning for a public relations campaign to address homelessness in San Francisco. They will target media outlets like podcast and newspapers to raise awareness and promote their goals of housing 6000 homeless individuals. Key strategies include an initial press conference with the mayor, securing coverage in the Non-Profit Quarterly, and regular updates on progress towards housing milestones of 1500, 3000 and 6000 people. The 49ers will measure the effectiveness of the campaign using tools like Google Analytics, focus groups, newspaper sales data, and social media engagement metrics to track audience reach and response over time.

1. PUBLIC RELATIONS CAMPAIGN CONCLUSION
Name: Calvin Wescom
Organization: San Francisco 49ers
1. Targeted Earned Media
 Matt Barrows (49ers Podcast)
 San Francisco Chronicle
 The Nonprofit Quarterly
 San Francisco Examiner
 ESPN
Matt Barrows will be targeted because he is the main host of the 49ers podcast. Millions
of fans listen to this podcast and even a 3-minute talking point would get this public
relations campaign notable notoriety. The San Francisco Chronicle and Examiner are the
two biggest publications in the local community. Getting mention in both publications
will allow the 49ers and the city of SF to get tons of attention to this PR campaign. The
Non-Profit quarterly is publication geared towards releasing news and promoting
nonprofit organizations and campaigns. Out of all the targeted earned media, this one is
the most important. This publication will reach a vast and large audience of supporters
of people that care about these types of public relations campaigns. Lastly, ESPN is a
great way to get fans involved.
2. Email Pitch
To: Steve Dubb
From: Jeffery Smith
Subject line: 49ers Homelessness Campaign
Body of email Include:
Dear Mr. Dubb
My name is Jeffery Smith, and I am the spokesperson for the 49ers and their new
Public Relations Campaign that we titled 49ers fight for Homelessness. The 49ers and I
are reaching out to you because of your long history of documenting non-profit
campaigns and the recognition that Non-Profit Quarterly has behind its publication.

2. Mr. Dubb, we understand that the Non-Profit Quarterly has a big following, and
we know that the brand itself is something that we want to get on board with. The
49ers also think you would be interested in the campaign because of your history of 12
years at The Democracy Collaborative and the three years as Executive Director of
NASCO.
This campaign is to help the homelessness population of San Francisco get back
on its feet and to help those folks succeed. The Coronavirus has left many in SF in
shambles, with folks losing jobs and trickling down to the housing market crashing here.
We understand that there are many other social justice movements that we could spear
head, but the homelessness crisis is the biggest crisis many SF residents are facing
today.
With the support of Non-Profit Quarterly, we think that this campaign will get
the audience it needs to succeed, we only ask that you publish and follow this campaign
as it gets steam, and that Non-Profit Quarterly can get support it.
Sincerely,
JefferySmith
Jeffery Smith
3. Timeline:
Date Communication Tool
& Platform
Content/Message Purpose/Goal
May 16th 2021 San Francisco press
conference with
Mayor
Rollout of New PR
campaign
Build awareness
June 1st 2021 Have Non-Profit
Quarterly give an
inside Interview with
Exclusive interview to
get a bigger audience
Create interest in
campaign

3. July 1st 2021 Release new campaign
video to all major
news outlets
Showing the reasons
why the 49ers are
doing this
Start Gaining
traction before
49ers start to
finance homeless
properties for folks
to live in.
August 1st 2021 Announcement to San
Francisco Chronicle
Announce that 49ers
are narrowing down
prospective properties
in the SF area
The plan is starting
to take shape.
September 1st 2021 3-Minute talking point
on the 49ers podcast
Completed phase one
of campaign.
Housed 1500 of the
6000-
homelessness
population goal.
November 1st, 2021 News Release for the
San Francisco
Examiner, front page.
Complete phase two of
campaign
Housed 3000 of the
6000-
homelessness
population goal
December 15th 2021 News Release to all
California publications
and Non-Profit
Quarterly.
Complete last phase of
campaign
Housed 6000 of the
6000-
homelessness
population goal. Let
everyone know
that the 49ers have
fulfilled their
promise to the
campaign
Summary and explanation of the timing of communications strategies:
Due to the nature and promise of this campaign the 49ers found it important to give
news releases every time they hit their goals. The 49ers have also found it important
that they have a joint news release with the mayor in the beginning of this campaign
because of the audience that it will receive from major news publications. I have stated
in earlier parts of this report as to why the importance of getting Non-Profit Quarterly
involved as well.

4. 4. Measurement: (Detailed description of measurement methods implemented to
determine if the campaign strategies were effective and goals and objectives were met.)
The 49ers will be using many different tools to measure the effectiveness of this
campaign. One tool the 49ers will be using is Google Analytics. The 49ers will also be
holding focus groups where they will be asking residents of SF about how they feel the
progress is coming along on this campaign. Another tool the 49ers will be monitoring is
the effective newspaper sales of the publications where they will be taking front page
news. The idea behind this is to monitor the reach and audience. Lastly, the 49ers will
be creating a unique hashtag for their social media. They will monitor how many people
reshare and post this hashtag.
Revisions: A revised digital news release and blog post from the Week 2 Assignment,
using feedback provided, must be submitted separately.